PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI

Alfina Putri, NIM.: 22108020019 (2026) PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the influence of digital marketing and electronic word of mouth (e-WOM) on customer decisions to use BYOND by BSI, with brand image as a mediating variable. This study used a quantitative approach with a purposive sampling technique on 140 BYOND by BSI users residing in the Special Region of Yogyakarta (DIY). Data were analyzed using PLS-SEM with the assistance of SmartPLS 4. The results showed that digital marketing had no significant effect on customer decisions, while electronic word of mouth (e-WOM) and brand image had a positive and significant effect. Furthermore, digital marketing and electronic word of mouth (e-WOM) had a positive effect on brand image. Brand image was shown to mediate the influence of digital marketing on customer decisions, but not the influence of electronic word of mouth (e-WOM) on customer decisions to use BYOND by BSI.

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